Most overlooked free advertising

Most overlooked free advertising
Most overlooked free advertising

The press release is the most underutilized yet most powerful method of promoting one business. Amazingly, so few companies write and distribute press releases. Learn how you can incorporate this free promotional tool into your marketing plan. Why would anyone in their right mind pass up an opportunity for free advertising? The answer is you shouldn't. That's why you need to learn the careful art of press release writing and submission. The press release is the perfect tool for free publicity. Most people know that non-profit and community service organizations are capable of getting free promotion by using this tool. But can it be used for businesses that operate for profit? Sure can. If written the right way and promoting the proper angle, a press release can get your business in the spotlight for some free publicity. But it would help if you remembered a few things. First, no media outlet is going to advertise your weekend sale or special one-time low prices on out of date widgets. If you are seeking publicity for your business because you want to rake in some quick cash next weekend, don't waste your time. You won't get the advertisement you're looking for, but if you are the proud sponsor of a community event where members of the public are invited, then you could get some free publicity. 

There are all kinds of creative ways to make this work. For instance, suppose the new and outrageous springling sisters carnival is coming to town. They are going to use your storefront parking lot to set up for entertainment. Your business is closed on weekends, and the carnival is going to operate on Saturday and Sunday. What an excellent opportunity to capitalize! That is one golden opportunity for a press release, but don't mention your business. Promote the carnival and give the address where the celebration will be located the address of your business, which you won't mention by name. People who read about the carnival in the newspaper or hear it on the radio will look for your address. When they find it, they will see your business open on days it is not open. Here's what you do on Saturday and Sunday when the carnival is in town. Hire a clown or someone who represents a mascot for your business. Have them stand at the entrance of the celebration or beside the street where traffic is passing by. They should hold a sign advertising your business is open or passing out flyers and brochures to carnival-goers inviting them to your store after they have enjoyed the entertainment. Promote it as a special carnival day super saver day, or a similar special sale day. People will love it. Your store can be promoted this way through any number of events. 

Suppose you hire a local celebrity to visit your store on a specific day. Send a press release stating the superstar will be at your store. This time you can mention it by name on that day to a particular time. Because your event is promoting the celebrity, not your business, and it's a free event that anyone can attend, local news media will likely pick it up. One other way you can get free publicity for your business is to host a free seminar where nothing will be sold. The idea is to give people free information they can use in their stores or private lives. Suppose you run a local automotive shop, and you can provide a free seminar teaching women and new drivers on how to do a tune-up. Since you are not selling your services at the seminar, this is an excellent opportunity to promote your business in the community without advertising. You can use legislative issues as a tool for free publicity. What if your state passes a new law of emissions testing, write a press release where the legislation is the focus of the article. Don't talk about your business, instead discuss how the law will impact people in your community. Then, throw in a quote from the owner or manager of your business. You can include the person title and the business name since you are writing a news story and position the person quoted as an expert on the subject. You must focus on a special moment that will appeal to a wide variety of people and involves some community service or widespread interest. 

It shouldn't be self-serving, you are giving to the community, and you want the world to know. This is your one opportunity to excel. Be sure to send the press release to as many media outlets radio, television, print, and internet as you can find contact information for. It is best if you send it to a specific editor by name rather than editor or producer. Also, learn to write in a journalistic style with all the pertinent information which, what, when, where, why, and how in the first two or three paragraphs. Write in an inverted pyramid style with the most relevant information upfront. That way, if the media company only has space for so much content, they will use the most important information because they always cut from the bottom. Press releases can be used to promote your business in a variety of ways, to include special community events, charitable sponsorships, joint ventures with government and community service organizations, celebrity appearances, and holiday events that involve a wide berth of community personalities and agencies. Be creative, and remember that your goal is to promote someone or something unique. You should be in the background as much as possible, but visible. That is how you can improve your business through free publicity using the most overlooked free advertising tool in the worldwide universe.

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nwldg: Most overlooked free advertising
Most overlooked free advertising
The press release is the most underutilized yet most powerful method of promoting one business. Amazingly, so few companies write and distribute press releases. Learn how you can incorporate this free promotional tool into your marketing plan. Why would anyone in their right mind pass up an opportunity for free advertising? The answer is you shouldn't. That's why you need to learn the careful art of press release writing and submission. The press release is the perfect tool for free publicity. Most people know that non-profit and community service organizations are capable of getting free promotion by using this tool. But can it be used for businesses that operate for profit? Sure can. If written the right way and promoting the proper angle, a press release can get your business in the spotlight for some free publicity. But it would help if you remembered a few things. First, no media outlet is going to advertise your weekend sale or special one-time low prices on out of date widgets. If you are seeking publicity for your business because you want to rake in some quick cash next weekend, don't waste your time. You won't get the advertisement you're looking for, but if you are the proud sponsor of a community event where members of the public are invited, then you could get some free publicity.
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